Carlsberg Brand, Carlsberg Breweries

The Carlsberg
Brand

fnbworld bureau/New
Delhi

The Carlsberg is
indeed the finest beer in the world. The brand is
the "crown jewel" of Carlsberg Breweries'
portfolio. Carlsberg A/S is the parent company of
the Carlsberg Group and is listed on the
Copenhagen Stock Exchange.The company's primary
activities include a 60 per cent majority
shareholding of Carlsberg Breweries A/S, Investor
and Media Relations, real estate which involves
the development and building of properties at the
former Tuborg brewery sites.

Carlsberg A/S is also
involved in the commercialisation of results of
basic scientific research, specially within
biotechnology carried out at the Carlsberg
Research Centre. Finally, the company administers
the Tuborg Foundation and the Carlsberg Bequest to
the Memory of Brewer J. C. Jacobsen.

Carlsberg
Breweries A/S

Carlsberg
Breweries is one of the leading brewing groups in
the world, with nearly 29,000 employees, annual
beer sales of 7.9 billion litres and operations at
103 sites in 49 countries. It owns a strong
portfolio of global, regional and national brands,
including one of the world’s most
international beer brands, Carlsberg. Carlsberg Breweries was created in May 2000
when the Denmark-based Carlsberg A/S entered an
agreement with the Norwegian corporation Orkla ASA
to combine their brewing activities. The new
company, owned 60% by Carlsberg A/S and 40% by
Orkla ASA, was officially established in February
2001. The two partners brought with them a rich
tradition of brewing beer to the highest standards
and a series of strong brands that placed
Carlsberg Breweries in the elite circle of
international breweries.

Strong brand-building
theme advertising, such as the "Probably the best
beer in the world" campaign, sponsorship of major
sporting and music events and other global
marketing activities have helped the Carlsberg
brand to achieve steady growth and high public
awareness throughout the world.

Sponsorships

The world of
sports is an integral part of the brand and its
connection to consumers. Globally, football is
Carlsberg's flagship sport, with alpine skiing
sponsored in European markets, and golf in Asia.
These sponsorships link Carlsberg directly with
consumers and give it a chance to share their
passions.

Increased investment in the
brand since 2002

The
Carlsberg brand is expanding at a rapid rate and
continued work is being done to gather consumer
opinions worldwide in order to fine-tune and
sharpen the positioning of the Carlsberg brand. A
major brand study has been conducted which
resulted in the development of an even clearer
vision and positioning of the brand.

The Carlsberg logo is a
strong icon with global recognition.The brand
achieved a profitable growth rate last year and it
continues to grow both organically and through
geographic expansion in new markets. Significant
future growth potential for the brand is seen in
regions such as Eastern Europe and
Asia.